A few tips to help you incorporate a rising trend in marketing for 2019
Over the past five years, we’ve worked with a variety of licensed professionals at Bigar Creative. Our agency primarily focuses on those in the healthcare space now, but we do have other licensed professionals on our client roster such as attorneys and accountants. Here are five things to keep in mind if you are freelancing (in any way) with a licensed professional.
Never Assume. Chances are you didn’t go to law school or medical school. Remember that you are not the expert and your client is likely NOT expecting you to be. They are hiring you to be in expert in your field to help grow their field/business. Don’t be afraid to ask questions before posting or speaking on behalf of any licensed professional. Your actions could have major consequences for your client if you assume you know the answer.
Come Up With A Schedule. Licensed professionals are usually very busy people. It’s your job to find a way to provide communication and ideas without bombarding them with 5 emails or phone calls each day. At Bigar Creative, we’ve designed weekly content calendars which, though a lot of work on the front end for us, helps the week go smoothly on the content front. This allows us to check in and touch base once a week which is great for everyone. We believe good content is planned content.
Make Their Lives Easier. You constantly have to prove value through results, hard work and management skills. In addition to your schedule, come up with a system of reports, analytics, and suggestions each month. Handle simple tasks that you can take off their plate (remember never assume).
Licensed professionals make for some of the best clients!
If you are thinking of freelancing in any way for a licensed professional, there’s a lot to know before jumping in. Make sure everything from your onboarding process to execution, reporting, and beyond is flawless before offering your services.
Have questions? Just ask!
In a few short days, Facebook will pull the plug on the third-party data sharing feature. This means advertisers will have to get that data on their own. The ‘Partner Categories’ ad targeting option was a BELOVED feature by many marketers…our team included!
It allowed us to target consumer behaviors, lifestyles, location, age, INCOME, hobbies (I once targeted people over the age of 65 who recently returned from a vacation) and other factors.
Facebook’s third-party data program feature was basically an all-inclusive treasure trove for advertisers. When we bought ads using Partner Categories, Facebook allocated a percentage of money to cover the data costs from the bid price.
Another fun fact is that Facebook won’t be changing the price of their ads even though they are removing the data feature. So, we’ll be paying the same amount we paid for ads with detailed targeting minus the detailed marketing data they once included.
Oracle Data Cloud is just one example of a “data broker” who gathers information by targeting browsers, public records, and purchases. The changes mean that marketers will now have to gather third-party data themselves by using companies like Oracle.
We have the Cambridge Analytica scandal to thank for the new privacy and data protection practices. But, overall it’s a good thing! Now there’s more transparency on data collection both as a user and advertiser. It will just take a little more work on the advertising side of things to keep ad costs down.
It seems like everyday there’s something new! As a social media marketing company, it’s our job to keep up with ALL of the latest trends and updates (which you can imagine is quite the job!)
A few days ago, we found out about a new Facebook regulation you probably didn’t even know about. It appears Facebook is ramping up their security efforts even more by deleting inactive advertising accounts.
What Does This Mean For My Business?
If you have an ad account in Business Manager, keep it active! Facebook now frowns upon having multiple, inactive advertising accounts in Business Manager. The key word here is inactive. I’m working on finding out the minimum daily advertising spend that Facebook considers active (my guess now is $1).
It’s been a marketing hack to set up a few advertising accounts to “keep them in your pocket”- so to speak. Marketers would do this in case one advertising account was flagged and/or shut down. We call it Facebook Jail. We hear it’s REALLY hard to get out of. (We only do legal and ethical ads so none of our clients have been in Facebook Jail on our watch)
Now there’s no more (inactive) “back up” accounts! This makes it even more important than EVER to have someone on your team working in the field.
Keep your advertising accounts active! Once they are frozen or flagged, it’s pretty much goodbye (unless you have a connection).
Want to hop on a quick call to make sure your accounts comply?
Have you heard? More changes are in store for the Twitter platform. Starting at the end of September, 2018, political advertising in the U.S. will have additional requirements and restrictions. Twitter refers to these ads as Issues Ads.
Here’s a quick screen shot of how Twitter defines Issue Ads:
If you’ve been watching the news over the past few years, then you probably have a guess as to why social media platforms are cracking down on politics. Twitter will require Issue advertisers to go through a certification process that includes specifics about the account profile picture, bio section and disclaimer (owned by and/or paid for by).
Additionally, Federal political campaigning ads have even more restrictions. This applies to accounts that advocate for or against candidates and/or issues for Federal office.
To sum it all up, if you are in politics and use Twitter, this applies to you. Keep in mind that social media platforms are constantly updating their policies and algorithms. This is why it pays to have a professional social media marketer working on your team.
There are so many profiles out there using the wrong photo dimensions! Improper photo sizing doesn’t help with your post optimization and it might turn people away (it looks really bad!). Follow this cheat sheet the next time you make a post or update a cover photo.
FB Profile 360 x 360 px
FB Cover Photo 820 x 312 px
FB Ad 1200 x 628px
FB Event Cover Photo 1920 x 1080px
Twitter Header 1500 x 500 px
Twitter Post 1024 x 512
LinkedIn Banner 1400 x 425px
LinkedIn Post 700 x 400px
Instagram Post 1080 x 1080px
Pinterst Graphic 734 x 1102
General Email Banner 600 x 200px
Health is a business like any other business. Doctors are and should be using social media to reach more patients. The only (slightly major) difference is that medical professionals can face a hefty fine or even lose their license to practice over a social media snafu. When it comes to HIPAA, it doesn’t matter if the violation is online or offline which complicates things with the popularity of social media. Here’s a look at 4 common HIPAA violations that some people might not even realize are violations…
1. Posting information about specific patients (even without using their name) without their written consent. Example Violation: Posting about a patient after a car accident and saying something like “should have worn his seatbelt”. You can’t post information that could make a patient identifiable in any way.
2. Posting photos of patients in any way- even if they aren’t clearly identifiable. You don’t need any example for this one!
3. Accidental background shares. Example Violation: This could be as innocent as taking a staff photo and accidentally capturing a patient or document in the background. *Have a photo policy in your office about photo sharing*
4. Assuming posts are private. Example Violation: A doctor summarizing a specific patient (again, no names needed) on her personal Facebook page because “it’s personal”. It’s not. The same goes for groups, forums or gossip columns/blogs. The general rule of thumb is that the Internet and social media are not private.
Ok, so what can you post on social media if you’re a doctor or medical professional? Here are some ideas!
- Health tips
- Events patients might like to attend
- Research in your field
- Honors, awards and achievements (build your social proof!)
- Blog posts that incorporate all of the above
Above all, make sure that all staff members understand your office’s HIPAA requirements. And, when it comes to your social media, let us handle the content and posting so you don’t have to worry about violations.
How Often Should I post?
This is one of the top questions we get at Bigar Creative. For starters, the answer depends on your platform. There’s lots of continual data research out there about the proper posting frequency and timing schedule that we take into consideration for our clients. Here’s a few things you can do for success…
Don’t overdo it on Facebook. In case you haven’t heard, Facebook uses an algorithm that controls what posts it shows (and doesn’t). Posting 5 times a day does not improve your chances of getting your content read. In fact, it’s just a waste of good content. Tip: Post 3-4 times a week with a small $2-5 boost. This will give you an affordable way to get people to read your content.
Frequency Matters on Twitter. Don’t make the mistake of treating all social media platforms the same way. One tweet a day isn’t going to cut it on Twitter. Some experts recommend upwards of 15 tweets a day. I think that’s too much content and I wouldn’t recommend that for my clients. Tip: Aim for 5-8 tweets a day. Use a scheduling program so you can plan your content. Don’t forget to include retweets!
Organic reach ISN’T Dead on Instagram! It just take a little effort. We’ve got a secret sauce we use at Bigar Creative to grow our clients accounts so we can give that away. I will tell you that carving out even 5-10 minutes a day to engage on Instagram will help grow your accounts without spending money on ads. Comment and support potential followers and industry influencers.
Have more questions about posting? Just reach out!
When it comes to advertising, you want to put out an ad that speaks directly to your market- especially on Facebook. You probably know that custom audiences, Internet-based audiences and lookalike audiences are all great tools to use when targeting. But, what should you do when it comes to actual ad copy? Don’t risk getting your advertising account flagged! Here are some tips that will help you create customized ads without getting shut down.
For starters, understand that your ads must not contain content that implies personal attribution. This includes references (direct or indirect) to a person’s finances, age, medical condition etc. This doesn’t mean you can’t target someone by their personal finances, medical condition or age, it just mean can’t imply personal attribution to them.
Additionally, forget about the word “other” i.e. “come meet other singles”. There’s an obvious personal attribution there.
Still confused? Here are some good DO vs. DON’T examples…
DON’T “Come meet other young adults ages 18-25” (mistakes: use of the word “other” and age reference to 18-25 group)
DO “A great opportunity to network with young professionals at our upcoming event.”
DON’T “Are you single?” (mistake: direct reference targeting relationship status)
DO “A dating service for singles!”
DON’T “Is depression making you feel suicidal?” (mistake: direct reference with implication that anyone who clicks has depression)
DO “Depression counseling services available offering new hope and a fresh outlook on life.”
Still have questions about your ads? Let our team take a look! We offer hourly consulting services that allow you to book us when you need us and only spend money getting your questions answered. Sign up for a consulting appointment today and we’ll walk you through the advertising process.